Spring 2012 MBA Course

B8617-002: Marketing Research

R - Full Term, 02:15PM to 05:30PM

Location: WJW 311

Instructor: Oded Netzer

Prerequisite(s): B6601 B6014

Corequisite(s): B6602

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The primary objective of this course is to provide students with tools to undertake and critically evaluate marketing research projects. A hands-on approach is used to explore both qualitative and quantitative marketing-research tools, including the use of SPSS for data analysis. During the semester, student groups complete an entire marketing research project, using the results to guidance decisions to a real company. This course is particularly relevant for students interested in careers in consulting; product, service and brand management; and media and communications as well as for entrepreneurs.

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Prerequisites: B6601 "Marketing Strategy" and B6014 "Managerial Statistics". Corequisite: B6602 "Managing Marketing Plans".

Oded Netzer

Associate Professor of BusinessProfessor Netzer's research interests focus on customer relationships, preference measurement, and modeling various aspects of choice behavior, including how choices change over time, contexts, and consumers. He is the winner of the John Little best paper awards and the Frank Bass outstanding dissertation award. His research has appeared in the Journal of Marketing Research, Marketing Science, Marketing Letters, and Journal of Consumer...

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